Assignment#2 Customer Behavior:

1. Who is a customer?A customer is any recipient of a product or good that is obtained by a company

or individual. A customer is not necessarily a consumer. For example, a customer usually purchases a good and a consumer uses a good.

2. Can you think of more than three phases for the purchase process? If not, why not?There are three phases for the purchase process which include, pre-purchase,

purchase and post-purchase.I may be simple in my evaluation of this concept, but I found this process to be

right on with how I go through with a purchase. For example take my Apple computer, during the pre-purchase phase, I identified that something was lacking…a more stable and dependable computer. My previous computer was slow and had several crashes where I lost all my work. So I searched for a solution and knew that I needed a more dependable machine.

During the purchase phase, I identified a Samsung computer and Apple brand computer that I really liked. I thought about this for months. I wanted a portable computer that had an LED backlit screen but that wasn’t too expensive. I ultimately decided to get an Apple retina computer because I was starting this MBA program and felt that I would benefit from something where I could secure my work.

The postpurchase phase occurred. I am satisfied with my computer and I have shown it off to friends and family, “its so thin and light” I tell them. Yes I agree with these phases, because I went through them.

3. Why customer involvement is main differentiator between B2B and B2C customers?A customers involvement is the main differentiator between B2B and B2C customers because in many cases it involves their past experiences with the brand or product. For example, an individual looking for TVs may have had a very good experience with Samsung TVs, while price is a consideration, their experience and involvement with that product in the past may be very convenient fast experience for them.

4. What are the specific roles of sensation and perception, learning and memory, motivation, attitudes and decision-making, and culture in customer behavior?People uses their senses and perception on a daily basis. Marketing towards these senses, motivation and attitude can be used to suggest products for purchase. As our book describes, even colors suggest brand associations (i.e. the red and white colors of a coca cola can). Visual information can be used by marketers to add to a product’s image. Even the sound of a car can be unique, like the revving of an engine in a Ford mustang car.

5. If consumers are deluged by sensory overstimulation, what can a marketer do to cut through the clutter?

Subliminal messages can be used to cut through the clutter. This advertisement can be shown so quickly as to never allow the customer to realize that they are being overloaded with advertisement. Subconsciously however, the message is still received.

6. Using the principles of classical conditioning or operant conditioning, design a marketing program for a nonprofit or for a political candidate.A classical conditioning example that I could give is to play patriotic music in the ad of a politician before they speak. This would allow people to relate to that familiar, patriotic sound and conclude or associate the love of the country, to the politician.

7. What should ads say to help brands the first (non-compensatory) cut in decision making to be included in a consumer's consideration set? What should ads say to help a brand be chosen, once in the set?Brands should do research into the audience and realize the motivations with the certain level of needs that they are targeting. I don’t believe that I could give a specific decision making for every possible ad here. However, included in this set should be attitudes and decision making of their consumers. These should be conceptualized and quickly summarize what their product is about. For example, in a car, “fast, dependable, tasteful”. For me, a decision making set should include practical things for my daily life.